The Tok & Stok campaign cleverly addresses the fact that many people end up rearranging their existing furniture when they are sick of what they are seeing. Oftentimes this results in a lot of sweat, back ache and, of course, scratched floors. The ad campaign focuses on the latter in a creative way. Instead of depicting normal scratched floors, it creates artistic murals, which does not make their existence any more comforting or desirable.
Conceived and executed by the DDB ad agency based in Sao Paulo, Brazil, the Tok & Stok campaign reads, "It’s hard to make your home look better just by moving your old stuff around." Art directed by Ronaldo Tavares with creative direction by Keka Morelle, Andre Pedroso and João Mostério, it was illustrated by Sergio Filho.
Artistically Scratched Floor Ads
The Tok & Stok Campaign Urges Against Rearranging Furniture
Trend Themes
1. Artistic Floor Ads - A trend of using creative ads which have artistic murals as an alternative for normal scratched floors.
2. Anti-furniture-rearrangement Movement - A trend that promotes keeping furniture in place instead of rearranging them, in order to avoid scratched floors.
3. Indoor Advertising - A trend of creating ads in interior spaces, in this case, floors for Tok & Stok.
Industry Implications
1. Home Decor - The home decor industry can take advantage of the anti-furniture-rearrangement trend by creating products that make it easy to keep furniture in place without causing scratches on floors.
2. Advertising - Indoor advertising is an emerging industry that can benefit from the trend of creating floor ads that are artistic and creative.
3. Flooring - The flooring industry can innovate by creating materials that are more resistant to scratches, promoting them as a solution to the problem raised by the anti-furniture-rearrangement trend.